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The game takes place in the fictional English city of Wellington Wells, a dystopian retrofuturistic-fashioned society formed following an alternate timeline of events within World War II, which is now on the verge of collapse in the mid 1960s. The residents of the city, seeking to forget an unspeakable horror they committed, began taking a hallucinogenic drug called "Joy" that makes them happy, but also leaves them easily controlled and lacking morality and understanding of anything else. Players will control one of three characters in the full release, who becomes dubbed as a "Downer" after choosing to stop using Joy, and must try to survive long enough to complete something important and personal to themselves, all while trying to escape the city before the impending social collapse.